ABOUT

With more than 20 years of experience across the fashion and textile industry, including over a decade of professional experience in Canada, Alexa brings together creative vision, product expertise and hands-on production experience to create imagery that serves both the brand and the product.

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Her career spans creative direction, product development, sourcing, manufacturing, e-commerce, fashion styling and art direction, giving her an understanding of fashion that extends far beyond what happens in front of the camera.

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This breadth of experience allows Alexa to understand not only how a product should look, but also what sits behind it: its design intent, brand identity, commercial purpose and the customer it needs to connect with. This understanding is at the heart of her approach to visual storytelling.

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From leading design and product development teams to coordinating complex cross-functional projects, she has developed a perspective that combines creative thinking with a strong understanding of how products and productions come together.

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Alexa now brings that experience to brands and companies throughout the visual production process, from understanding the product and defining the story it needs to tell to styling, on-set art direction and final image selection.

With over 200 photoshoots styled, Alexa brings a depth of hands-on experience to fashion and commercial productions, with a particular specialization in e-commerce.

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Her work extends from developing complete looks and casting talent to directing photographers, models, makeup artists and hairstylists, establishing styling and post-production guidelines, and overseeing final image selection to ensure consistency from shoot to final imagery.

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Alexa adapts the scope of her involvement to each production, from focused Fashion Styling support to broader Art Direction, according to the needs of the client, the project and the existing team.

Alexa's approach to styling goes beyond what happens on set. By understanding the journey behind the product, she can identify challenges earlier in the process that may ultimately affect how successfully a collection can be styled and photographed.

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This can be particularly valuable when products work individually but lack cohesion as a collection, or when gaps in planning and coordination create challenges for the visual production. With the final imagery in mind, Alexa can help identify what is missing, where challenges originate and what may need to be addressed before they reach the camera.

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Her operational background also allows her to support teams where additional structure or coordination is needed, helping create a smoother path between product development and the photoshoot while working within the client's existing organization and processes.

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The objective is to provide the level of support each project requires, helping product, people and creative direction come together effectively in the final imagery.

Strong creative direction does not need to overpower the people behind the work.

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Alexa approaches every production as a collaboration, bringing experience, ideas and a clear point of view while respecting the knowledge, responsibilities and existing dynamics of the client's team.

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She can work within an established creative direction, help develop it further or take the lead where additional direction is required.

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Whatever the level of involvement, the approach remains the same: listen first, understand what the team and project need, provide clear direction and help everyone involved work towards a strong and cohesive result.

After developing her career across Portugal and Canada, Alexa is now based in Vila Nova de Famalicão, Portugal.

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She works on location at client headquarters, studios and designated shoot locations, and is available for productions throughout Portugal and internationally.